The Internet Corporation for Assigned Names and Numbers (ICANN) is soon accepting applications to register new domain names such as www.brand.wine

Would you feel the wine online community would be better recognized with such domain names?
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Well dotvinum I see you got an overwhelming response so I'll add my two grapes worth. NAW, I DON'T TINK SOOOO.

It's a new revenue stream for the registration companies like GoDaddy and NetworkSolutions (now web.com). And Google will benefit because all these new domain names will now be competing for top ranking in search engines and -- no doubt -- will have to put more $$$ into promoting these domain names on GoogleAds or elsewhere.

IMHO, the new extension will increase competition and spending in the so-called "wine space". Is that a good or bad thing? Well, it just depends on where you are coming from.

Wines.com is fortunate in enjoying top rankings in all search engines.